Certified Event Manager 30 Mar - 3 Apr 2008 • Le Meridien (Airport) Hotel • Dubai 
Led by an outstanding events management specialist
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Course Agenda Day Two
Course Timings: Registration will be at 8:00 on Day One. All five days will commence at 8:30 and conclude at 14:30 with lunch. There will be two refreshment breaks at appropriate times.
Day Two – Monday, 31 March 2008
An event both satisfies a need and creates new needs. Marketing and sponsorship examine how this is done to maximise the impact of the event and its sustainability.
Event Marketing And Sponsorship
• Marketing tools
• Audience segmentation
• SWOT analysis
• BCG matrix
• Market segmentation
• Target markets
• Marketing plan
• Promotion
• PR releases
• PR schedules
• Internal and external communication
• The MIX
• Product
• Price
• Position
• Sponsors and value – managing your sponsors and developing your
sponsorship plan
 | Exercise: Marketing plan, SWOT analysis, media checklist |